Avoiding brand fossilization

The Davison Files

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Woolworth’s is a fossil.

John’s Bargain Stores is a fossil.

Oldsmobile is a fossil.

Once upon a time, these brands ruled the marketplace. Now few people under the age of 30 even know what they were.

Some things should never change — like that special look your loved one reserves for you. You hope it’s there forever. Everything else should be open for discussion.

The paradox

The only way to maintain a position in the marketplace is through movement. Growth cannot occur in stasis.